YouTube has launched its “Activation Partners” program, bringing together trusted third-party providers with expertise in YouTube buying strategies and campaign management. The program aims to help advertisers navigate the platform more effectively and maximize their return on investment.

“As the number-one streaming platform in the U.S. for over two years according to Nielsen’s Gauge report, YouTube remains a powerful place for brands to reach and engage with audiences,” YouTube states in its announcement.

The initial roster features four certified partners: Channel Factory, MiQ Digital, Pixability, and Zefr. Each specializes in different aspects of YouTube advertising optimization, from AI-powered contextual targeting to data-driven audience segmentation.

Certification Process and Requirements

Companies appearing on the YouTube Activation Partner roster undergo a review process by Google and must meet specific standards to receive certification. The program badge signifies these companies are considered trusted business partners for both advertisers and agencies seeking specialized YouTube support.

To qualify for consideration, applicants must meet several requirements, including:

• Operating as an independent service provider not owned by a Media Agency HoldCo.
• Maintaining an established Google Ads business with substantial managed YouTube spend.
• Employing dedicated sales and account management teams.
• Maintaining dedicated engineering resources for Google/YouTube product integrations.
• Demonstrating strong customer demand for Google-centric services.
• Complying with all Google and YouTube policies.
• Having team members complete Google Ads Video certification.

The Activation Partners program launch comes as YouTube continues building out its broader monetization system. For advertisers, the new program offers specialized support for campaign execution on a platform that continues to develop its ad products.

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